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Limited Progress in the Nutrition Quality And Limited progress in the nutrition quality and marketing of children’s cereals Cereal FACTS 2012: Limited progress in the nutrition quality and marketing of children's cereals Authors: Jennifer L. Harris, PhD, MBA Marlene B. Schwartz, PhD Kelly D. Brownell, PhD Vishnudas Sarda, MBBS, MPH Cathryn Dembek, MBA Christina Munsell, MS, RD Carol Shin, MBA Amy Ustjanauskas, BA Megan Weinberg, MA Rudd Center for Food Policy & Obesity June, 2012 Acknowledgements We would like to thank the following people for their valuable assistance in collecting data and preparing the report: Susannah Albert-Chandhok Kate Barnett Ande Bloom, MS, RD Ryan Gebhard Andrew Lipsman Jenna Lupi Fran Fleming Milici, PhD Grant Olscamp Ashita Soni Thank you to our colleagues at the Rudd Center, especially Andrea Wilson, Megan Orciari, Patrick Mustain, and Tricia Wynne. We thank Cavich Creative, LLC, and Chris Lenz for their assistance in preparing the manuscript and website. Finally, we thank the leadership and staff at the Robert Wood Johnson Foundation, with special thanks to C. Tracy Orleans, Kathryn Thomas and the rest of the Childhood Obesity Team. Support for this project was provided by grants from the Robert Wood Johnson Foundation and the Rudd Foundation. Table of Contents Tables and Figures ............................................................................. 3 Executive Summary ............................................................................4 Background . 7 Results ........................................................................................9 Overview of cereal market ....................................................................... 9 Changes since 2008 ...........................................................................10 Cereal nutrition quality..........................................................................12 Improvements in nutrition quality .................................................................12 Additional nutrition criteria ......................................................................14 Traditional media advertising ....................................................................16 Advertising spending ..........................................................................16 TV advertising exposure ........................................................................17 Internet marketing..............................................................................21 Website exposure .............................................................................21 Banner advertising on third-party websites .........................................................23 Social media .................................................................................25 Marketing to Hispanic and black youth.............................................................27 Advertising on Spanish-language TV . .27 Exposure to TV advertising by black youth.........................................................28 Hispanic and black youth visitors to child-targeted websites ..........................................28 Total cereal advertising exposure .................................................................31 Conclusion ...................................................................................32 Endnotes ..................................................................................... 37 Ranking Tables................................................................................ 41 Appendices...................................................................................50 A. Methods................................................................................... 50 B. Nutrition Profiling Model ......................................................................57 C. Nutrition and marketing data by cereal and brand ................................................62 Cereal FACTS 2 Tables and Figures List of Tables Table 1: Child brands............................................................................ 9 Table 2: Family brands...........................................................................10 Table 3: New varieties of child and family brands...................................................... 11 Table 4: Changes in nutrition content of child, family, and adult cereals ....................................13 Table 5: Nutrition scores for cereals included on the CFBAI list of products to be advertised to children...........14 Table 6: Advertising spending on child and family brands by medium and company..........................17 Table 7: Cereal company-sponsored websites with child content ........................................... 21 Table 8: Average monthly unique child visitors to cereal company websites by quarter ....................... 22 Table 9: Comparisons of child, adolescent, and adult visitors to websites for child brands .................... 22 Table 10: Top third-party youth websites with advertising for child brands ..................................23 Table 11: Average monthly ads viewed on youth websites for child and family brands by quarter ............... 24 Table 12: Exposure to Spanish-language TV ads by Hispanic youth ......................................28 Table 13: Black youth exposure to TV ads for child and family brands .................................... 29 Table 14: Hispanic youth visitors to websites with child content.......................................... 29 Table 15: Black youth visitors to websites with child content ............................................ 29 Table 16: Child exposure to TV and internet advertising for child and family brands...........................31 Ranking Tables 1: Brand nutrition ...............................................................................41 2: Advertising spending ......................................................................... 43 3: Television advertising exposure .................................................................44 4: Website exposure............................................................................ 45 5: Banner advertising exposure ...................................................................46 6: Social media.................................................................................47 7: Spanish-language TV .........................................................................48 List of Figures Figure 1: Nutrition quality improvements for child, family, and adult cereals .................................13 Figure 2: Nutrition quality of new cereals ............................................................14 Figure 3: Additional nutrition criteria for child, family, and adult cereals.....................................14 Figure 4: Cereals meeting IWG nutrient limits on foods marketed to children ................................15 Figure 5: Trends in advertising spending for child, family, and adult brands .................................16 Figure 6: Total advertising spending for child and family brands by company ...............................16 Figure 7: Trends in exposure to TV advertising for all cereals by age group .................................18 Figure 8: Exposure to TV advertising for child, family, and adult brands/company ads by age group .............18 Figure 9: Exposure to TV advertising for child and family brands by company and age group...................19 Figure 10: Trends in Spanish-language TV advertising spending for child and family brands by company .........27 Figure 11: Brands advertised most to children in 2011..................................................32 Figure 12: Sugar content of cereals in TV ads viewed ..................................................35 Cereal FACTS 3 Executive Summary In 2009, a report from the Rudd Center for Food Methods Policy & Obesity at Yale University, Cereal FACTS, Cereal FACTS presents a comprehensive and independent documented the nutrition quality and marketing of science-based evaluation of cereal-company marketing to cereals to children.1 Three years later – using the children and adolescents from 2008 through early 2012. We same methods as the first report – Cereal FACTS distinguish between brands marketed directly to children (i.e., child brands); those marketed to parents as appropriate 2012 quantifies changes in nutrition and children’s to feed their children and/or families (i.e., family brands); and exposure to marketing for children’s cereals. those marketed to adults for adult consumption only (i.e., The results of the first report were striking. Cereal products adult brands). marketed to children contained 85% more sugar, 65% less We evaluated the nutrient content of 261 ready-to-eat fiber, and 60% more sodium than products marketed to cereals offered by 12 companies in the United States as of adults. Due to their poor nutritional profiles, not one child- May 2012; compared the quality of child, family, and adult targeted product could be advertised to children on TV in the brands; and evaluated changes in product nutrition versus United Kingdom, and not one qualified to be included in the 2009 and 2006. We utilized an overall Nutrition Profiling U.S. Department of Agriculture (USDA) Women, Infants and Index (NPI) score based on the nutrient profiling system Children (WIC) program. used in the United Kingdom to identify healthy foods that can In addition, children saw more advertising for cereals than be advertised to children on television. for any other food or beverage product. Preschoolers, on
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